Eric Jacobson

Why Responding To Customer Complaints Is Critical

In Customer Retention, Customer Service, Leadership on January 29, 2015 at 7:48 pm

A customer who complains and receives a fast response will actually be more loyal to your company in terms of future sales and referrals than a customer who never complained at all.  That is what author Mark Thompson and Brian Tracy proclaim, and I agree with them.

They also say in their book, Now…Build A Great Business!, that:

  • a slow response to a customer complaint triggers fear and anger

And, when that happens, the customer is afraid that he/she is going to be stuck with a product/service that doesn’t work and feels angry that he/she went ahead with the purchase in the first place.

So, lead your team to:

  • Respond quickly to customer complaints
  • Refuse to defend or make excuses
  • Offer to make the customer happy immediately
  • Be open and honest
  • Tell the truth and tell it as soon as you know it

Bottom-line…assume that anything you do or say will become public knowledge quickly. So, resolve to build and maintain trust in everything you do.

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